This resource is designed to help you understand the basic ways you can analyze data from a conversion funnel. Conversion rate optimization is a long game filled with wins and losses (we prefer to call them ‘lessons’) on the path to business success.

The importance of conversion funnels

Every minute you spend working on your business impacts at least one stage of the marketing funnel. Whether you’re improving paid media distribution (awareness stage) or messing with onboarding emails (advocacy stage), you’re improving the path for a visitor to learn about your brand, consider your offer and make a purchase.

Which numbers to track

Once you’ve laid out your funnel and defined which marketing actions happen at each stage, you can select metrics to track. Ideally, you have one conversion metric for each conversion funnel stage. This will help keep your efforts organized toward a singular goal for each point in the journey.

For example, a conversion metric could be a website visit resulting in tagging visitors with cookies. Once the visitor completes this action, this may be enough to move them into the next stage. In other instances, you may need a combination of an email form signup plus an email open to indicate that increased intent.

Which actions do your visitors take to progress through your conversion funnel? Email signup? Adding products to a cart? Signing up for a demo call? Logging-in to the customer portal?

These milestones should be tracked as indicators moving the visitor to the bottom of the funnel. Once you determine these actions, you can spot places where increasing conversions may be simpler than others.

Watch out for confounding variables

One issue you may run into in this pursuit is confounding variables. This is an unexpected variable that is throwing off your ability to correctly analyze data sets. A few examples of this are a sales team changing their calling process, new lead distribution patterns, additional compliance measures or website downtime.

Most of these can be mitigated through strengthened communication channels. Even if you’re a team of one, confounding variables like an unexpected shipping cost change can throw off your reporting. Always be willing to question initial data insights to ensure you’re spotting any confounding variables.

Lucky Orange Conversion Funnels tool

It’s one thing to track high-level metrics across your funnel, it’s another to watch individual visitors as they move through that process.

Lucky Orange’s Conversion Funnels tool allows you to set up funnels, monitor performance, and see individual visitor recordings to determine where they’re taking the desired action and where you have room to improve.

Conversion funnel analysis examples

Ecommerce store traffic up, sales not increasing

Your new Shopify store continues to see month-over-month increases in traffic across all sources, but sales are not increasing at the rate you’d expect based on market size. You’re likely hitting the mark in generating awareness for your brand, but may be falling flat during the consideration stage where visitors are comparing your products to competitors and reading reviews about your business.

Analyze this:

Are you using a third-party ad network? If so, your ad targeting may be resulting in lower-quality traffic that’s less likely to convert. Be sure your budget is serving ads to your target market.

Do your ads match your landing pages? Sometimes marketers get super creative with advertising calls to action that drive clicks but don’t align with the actual offer being made in their store. Consider making adjustments on both sides of the equation or developing a custom landing page for top-performing campaigns.

Are you having website issues such as slow load speed, mobile rendering issues or missing images? Though these may seem like small problems, they are just enough reason for a visitor to leave your store behind and move along.

Customer retention numbers in decline

Your SaaS retention numbers are taking a dive after customers use your platform for six months. However, you’re receiving great feedback from NPS surveys, your social media community seems to be truly engaged with your content and you’re following everything provided in your market research.

Analyze this:

Is there a particular segment of your customer base churning at an abnormally high rate? It’s possible you’re alienating a demographic segment with your messaging. Are there specific needs within that demographic that are going unmet? Are you missing out on key emotional drivers for that group?

Are all your marketing and customer service activities working together? Sometimes there can be a disconnect between departments, resulting in poorly timed phone calls and emails that can even contradict one another. Using increased business intelligence to map actions out in a customer journey can be extremely beneficial.

How are you communicating renewals and upgrades? While price sensitivity plays a larger role in some businesses than others, nobody likes to be caught off guard. Being open and honest about your pricing, renewals and upgrade opportunities is a great way to win long-term customer advocacy. Don’t immediately go in for an upgrade after the first purchase and avoid mystery charges whenever possible.

Trial to paid conversion rates are lower than expected

Your free trial or freemium offering is generating a lot of attention and signups but you feel like you’re unable to convert as many customers to paid plans as you’d like. Furthermore, you know customers love your product once they’re on the paid plan based on years of feedback and product optimization.

Analyze this:

This is still the consideration stage. It’s very possible your trial customers are going through trials of other, similar products. What can you do to differentiate your product at this point? Consider an enhanced educational email drip series or a webinar specifically designed for trial customers.

Can you force more interaction with your platform? Getting a customer to log in more than once is a huge win. Consider adding a to-do list within your tool for the first days/weeks of the trial and even a reward upon completion.

How can you use customers in the advocacy stage of your funnel to assist trial customers? Is there a way to provide social proof that the tool functions well and is better than the competition? Are you doing enough to collect reviews and highlight them within your website?

Conclusion

Analyzing a conversion funnel isn’t (always) about machine learning algorithms and advanced data science. As a UX designer, marketer or business owner it’s your job to spot issues, ask questions and find the relevant types of data needed to plan your next step. Determine KPIs for each stage of your funnel, start tracking and optimize away.

Whether the word “documentation” makes you nauseous or excited, this is an instance where it’s worth your effort. And in this case, we’re talking about one page that can improve key organizational requirements like marketing goal setting, cross-functional communication and new employee onboarding.

No matter if you’re a team of one or 1,000, well-documented conversion funnels can help you level-up your customer journey and, ultimately, improve your bottom line.

Here’s what you need to consider when documenting your conversion funnel. Treat this as a starting point for your specific business needs.

Just here for the funnel examples? Skip ahead and come back to read the rest later.

What is a conversion funnel?

Conversion funnels are a graphic description of the path a customer takes through your system of marketing activations. Generally speaking, the end of a conversion funnel is either someone becoming a new customer or an advocate for your company.

In the typical customer journey (no matter the industry), a prospect will learn about a company or product, investigate further, maybe compare against other offers for a similar product, and then make a purchasing decision. This is why a conversion funnel is broken into what’s known as stages or phases. Each stage represents a significant increase in the prospect’s understanding of your offering as well as your understanding of their demographic information and wants/needs. An average conversion funnel will include 4-6 stages. Having more than six stages may lead to unnecessary difficulty when using the funnel for planning or communication needs.

Next-level funnel add-ons

If you’re feeling fancy, here are two features you can add to your conversion funnel document to increase its value. First, what is the customer’s goal in each stage? Are they trying to finish the checkout process, see reviews of your company or sign up for a newsletter? Adding goals to each stage allows you to align your business efforts with a more tangible customer issue. Second, what emotions are customers feeling during each stage? Even adding a few simple words such as “doubt,” “excitement” or “curiosity” to your funnel stages can help frame the intention of your team’s efforts.

Conversion funnel stages

Let’s walk through each stage of the typical conversion funnel so you can begin creating your own document. We recommend you take your time in this section, pausing to ask yourselves the questions below. Spending a good amount of focus thinking through your funnel is the best path to a document that provides long-term value.

Awareness
At the top of the funnel, you need to consider how a prospect first becomes aware of your business or brand. Are you running paid media campaigns, social ads, cold emails or sponsored content placements? Generally speaking, this is called the “awareness” stage. This is where a website visitor becomes a prospect and your initial opportunity begins.

Consideration
After someone finds your brand, what do you want them to do? Would you like them to read your content, browse your store’s offerings or sign up for a webinar? Many organizations call this the “consideration” stage because a prospect is starting to evaluate your company’s offerings against those of your competitors. Oftentimes, this is where you’ll win or lose a prospect’s interest. Key factors in the “consideration” stage include product availability, pricing and packaging, company trustworthiness and website user experience.

Qualification/Purchase
Where your funnel goes next depends on how your sales process operates. If you nurture prospects via email or sales calls, there may be a “qualification” stage. If you simply convert products via a shopping cart, this may be the “purchase” stage. How do you convert prospects from website visitors into customers? That is this stage.

Advocacy
Following a purchase, you have the difficult job of converting one-time customers into brand advocates and returning purchasers. You can call this the “advocacy” stage or something similar depending on your preferred long-term outcome. Some companies opt to include an additional stage post-purchase that encompasses all of their onboarding activities. This timeline can vary greatly from one day to one month or beyond.

Don’t stress over design. Take pen to paper and start drawing out your funnel. As you’ll see below, the funnel itself is a very simple concept that you can play around with before sinking time into layout and design.

Conversion funnel examples by industry

In these three examples, you’ll notice a few things. First, there are many similarities. This makes sense as we are considering how a person goes from learning about something to making a decision to purchase/subscribe, no matter the industry. Second, the unique aspect for your business will be the specific prospect needs and emotions during any given funnel stage (and what you do about them).

Truly understanding the goals of a prospect and the things that may get in the way of a purchasing decision will help your funnel become a better representation of reality.

Click each graphic to open in a new window and save.

Conclusion

No matter where you are in your business journey, paying attention to your conversion funnel will pay dividends. Whether you’re focusing on communication between marketing and sales, improving the way new customers create an account or hoping to shift more effort into the “consideration” stage, a documented funnel will guide your efforts.

]]>https://blog.luckyorange.com/2020/05/26/how-document-conversion-funnel-industry-examples/feed/02138Does your web form take too long to complete?https://blog.luckyorange.com/2020/05/07/web-form-take-too-long-complete/
https://blog.luckyorange.com/2020/05/07/web-form-take-too-long-complete/#respondThu, 07 May 2020 15:00:24 +0000https://blog.luckyorange.com/?p=2119Continue reading "Does your web form take too long to complete?"]]>High-performing landing pages have high-performing forms. Low-performing landing pages have forms that are overly complex, too long, or that even work poorly on mobile. No matter the reason, a form that takes too long to complete can lead to potential customers leaving your business for a competitor even if you have a better product.

According to Wordstream research, an average landing page across all industries converts at around 2.35%. The best landing pages – the top 10% – convert at a rate of 11.45% and above. So, how do you break away from having average forms? Here are a few user behaviors (and related tips) to consider when analyzing form field time.

What is field time?

Field time is a measure of how long it takes users to complete each field within your form. Fields the user expects, such as “first name” will usually be completed more quickly than an open comment or more unique field like “annual revenue.” This is important to consider because total form completion time continues to grow when you add these unique fields, potentially leading to fewer form submissions.

Question to consider: Do you truly need all the information requested in your online forms? If you can remove a field or two from your initial form and ask for that information later in your funnel, you may increase conversions.

How does field time impact my bottom line?

The most obvious connection between field time and revenue is your form completion rate. In a typical situation, a form that takes longer than necessary to complete will convert at a lower rate than a more optimized option.

Beyond increased conversions leading to increased revenue, you should also consider the impact of a poorly-designed form on user experience. Oftentimes, a form will serve as one of the initial touchpoints a visitor has with your brand. If they struggle to complete this step, they may be less excited about taking any additional steps in your funnel.

How can I improve field time across my forms?

After taking a look at your analytics reporting including conversion rate and field time, you may notice specific fields taking longer than you’d like. This is when you need to start viewing overall user behavior as it relates to your forms.

Field order: Users can become fatigued after completing a few fields in a row that are more tedious than they’d like. Consider switching up field order to add space between your more difficult fields.

Labels or placeholder text: Some fields are universally understood. Others are more unique and require clarification. Testing new placeholder text within your fields to increase clarity may help users more quickly understand the information they need to provide.

Multi-step forms: Depending on which form builder you use, you may have the option to turn your form into a multi-step experience. Whether this experience goes across more than one page, simply flashes the next step within the same page, or uses natural language, breaking up the experience allows your users to take a breath between steps and potentially increases the overall conversion rate.

An example of natural language used in a lead generation form.Image: WPForms.com

Form header and CTA text: While we’re mainly discussing individual field performance, form header and CTA text can greatly impact a user’s ability to complete your form. Of course, you need copy that catches the eye and encourages form completion, but it must also serve to explain the form’s purpose and reward. Are you clearly describing what happens after a form completion?

Mobile field time: You’ll likely see differences in form performance from mobile to desktop. It’s also possible that users abandon your forms from different fields in this setting. Consider the user experience implications of any dropdowns and pickers, and be sure your form is rendering as you’d like across a variety of mobile device types.

Conclusion

The goal of form optimization is not only a higher conversion rate but also acquiring better leads and building stronger brand loyalty. Top landing pages convert at a high rate while also laying the foundation of a stable business. Taking the time to make seemingly small tweaks to improve form field time can help you separate your business from the competition.

Lucky Orange’s Form Analytics tool gives you the confidence to optimize your form fields. Check it out.

]]>https://blog.luckyorange.com/2020/05/07/web-form-take-too-long-complete/feed/021193 steps to web form optimizationhttps://blog.luckyorange.com/2020/04/23/3-steps-to-web-form-optimization/
https://blog.luckyorange.com/2020/04/23/3-steps-to-web-form-optimization/#respondThu, 23 Apr 2020 15:54:31 +0000https://blog.luckyorange.com/?p=2095Continue reading "3 steps to web form optimization"]]>All too often, website optimization begins and ends with page layout, navigation options, copy, and graphics changes. But what about your forms? Are you monitoring which fields lead to visitors abandoning the effort entirely?

A website’s forms sit at the foundation of many different digital marketing strategies. With so much emphasis on increasing qualified traffic to the blog post, landing page or signup page where the form lives, it’s easy to overlook the importance of a form’s user experience. From button color to the number of steps and field validation, form optimization is a wide world of opportunity.

In fact, research shows that 67% of all e-commerce visitors abandon their shopping cart. So, for most businesses, there is plenty of room to improve. Here’s your three-step plan to optimize web forms and increase conversions.

Step one: Perform a “best practices” check

Take a look at your most important form. Is it something you’d willingly complete to receive what’s on the other end? Or would you be annoyed that providing this personal information stands between you and the goal? Once you’ve done this web form gut check, take a look through this list of best practices.

In general, less is more.
Even if all the information on your form is necessary, there still may be room to consolidate. Combine first and last name, make phone number one field, or break your form into two steps if you must ask for a large amount of information. Fatigue can easily set in with visitors if you ask too much of them with no positive result, even if that result is seeing a second form step appear.

Make your form easy to complete.
When possible, choose radio buttons over dropdowns, avoid birthday calendar selectors, and make required fields obvious. You don’t want visitors who intend to complete your form leaving frustrated because they missed a field or didn’t know a selection was required.

Keep your forms to one column.
While it might be tempting to pack 17 form fields into one step on two columns, this will likely leave your visitors confused and misguided. If you do need to request 17 pieces of information, consider a two or three-step form. You can even take this exercise a step further and consider best practice #1 by removing any less necessary fields and asking for them in a later portion of your conversion funnel.

Take a look at your heatmaps.Lucky Orange dynamic heatmaps will show you the behavior of visitors in the area around your form. Have a particular traffic source performing differently than normal? Segment your heatmap view to see only pageviews from that source.

Consider your mobile experience.Everything on this list must be done with mobile in mind. No matter how your site is developed, you’ll receive traffic from desktop, tablet and mobile visitors. Users expect great experiences on mobile devices, so there is no excuse to let mobile lag behind your website’s abilities with desktop browsers.

Step two: Analyze on-form metrics

Once you’ve nailed down the fundamental best practices, it’s time to dive into your form data. Here are the top five things you can use to monitor your form’s performance. As is with any data, work to establish benchmarks prior to making adjustments. You need to understand how things are functioning now prior to pushing for improvement so you can see if the changes you made had a positive impact.

Time to startSimply put, how long is a visitor on your page before they start filling out your form? You only have so long to grab the attention of your visitors, so it’s important to place your form in a location that’s easy to find and easy to engage. Consider adding a pop of color (within your brand guidelines) to attract attention to the form.

Time per fieldHow long does it take for a visitor to complete each individual form field? Any field that takes a substantial amount longer than the others may be an issue. Depending on what you’re asking for in each field, this metric will help you determine any fields that may need to be reordered, combined, or removed altogether. Do the names of each field mirror the information being requested? Are you confusing visitors by leaving out a possible answer option?

Average orderJust because you place an “email address” field at the end of your form doesn’t mean your visitors want to complete your form in that order. This metric highlights the actual order your form is completed. The takeaway here is to re-order your form based on how users are behaving (which usually indicates the easiest way to complete your form).

Form abandonmentThe only thing worse than seeing an increase in traffic without an increase in form submissions is seeing an increase in visitors starting, but not finishing, your web form. We recommend analyzing your form abandonment metric to determine which field the user last engaged with before abandoning the form altogether.

Many of our clients will see fields asking for personal information like a phone number leading to the most abandonments. Of course, you may not be able to remove this from your form, but there may be other adjustments you can make. These include adding language near your form explaining why you’re asking for their information, moving this field to a second step, or adjusting your funnel to obtain this information later.

Repeated fieldsSimilar to form abandonment and time per field, this metric allows you to see which fields are giving people the most issues. Whether they are trying to complete your form with fake information that’s being rejected by form validation or leaving a field empty in hopes of not providing it, you can spot anything that’s causing an issue. This may be an opportunity to include text inside the field showing the format of information being requested, again, to clarify why you’re asking for the information with text outside the form.

Use Lucky Orange’s form analytics tool to easily track and optimize these five key form conversion metrics. Once you’ve placed the Lucky Orange code on your site and identified your forms, the form analytics tool goes to work and soon you’ll be able to view your unique metrics.

After applying best practices and collecting key form metrics, it’s time to perform a few basic optimization tests. There are a wide variety of testing tools available, including Google Optimize (offers free and paid versions). It’s important to always test until reaching statistical significance so you can be confident with your optimization decisions.

Add form validationDepending on the technology powering your forms, this may be as simple as adjusting form settings. Adding validation to fields such as “email address” or “zip code” can help you receive cleaner, more accurate submissions, resulting in an improved experience across the board further down your funnel. Typical validation will return an error message if the provided information doesn’t match requirements such as formatting or even accuracy (such as “real” zip code).

Run simple color and copy testsWhile form button color and call-to-action tests may seem elementary, if you’ve never done them on your site, you may be surprised by the results. Remember, your web user experience is driving an emotional response from the visitor, and colors are one of the more emotion-provoking tools you have. Be sure to use direct, simple language in your call-to-action and avoid words such as “click here” that make the visitor more self-conscious about their actions

Adjust form order and remove less-necessary fieldsConsider removing fields that are not absolutely necessary at this point in your sales funnel. Just because you want a piece of information, doesn’t mean you need it. Furthermore, this piece of information may be the difference between a visitor completing the form or not. Based on learnings from our five key form metrics, you may already spot an issue with form field order. Playing with field order is a great test and one that can lead to a notable impact on your form’s conversion rate.

Conclusion

Making your forms perform at a higher level should be a top priority for your business, no matter where you are in your growth plan. Even small wins in this area can lead to massive increases in revenue, community building, or any other conversion-centric KPI.

Now it’s your turn. Start using our form analytics tool to keep an eye on your web forms, cross-check your forms against our best practices list, and begin with a few basic tests to validate your current form setup.

Since installing Lucky Orange on her Shopify store in July 2019, Ellen has seen her store thrive. The customized real-time alerts play audible sounds whenever someone triggers a tag, such as adding a product to their cart or checking out.

These alerts are just the beginning of what Ellen loves about using Lucky Orange.

Watching people live on her website helped Ellen spot ways to improve her user experience. However, it was analyzing where those sales are coming from, such as from Facebook ads or organic search, that helped her optimize her paid and organic search marketing efforts.

Ellen’s sunscreens provided the sun protection people need without the heavy white residue commonly associated with sunscreens. Even though she knew her product was high quality and would be well received, that didn’t mean it would be easy to sell.

Shopify provided the best platform to sell Avocado Zinc, but that alone wouldn’t be enough. She needed an app to help make her website user experience the best it could be and evaluate which traffic sources provided the best ROI.

In the Shopify App Marketplace, she was intrigued by Lucky Orange. With hundreds of five-star ratings and an impressive array of features, it was the best fit for her needs. In addition, the seven-day free trial didn’t even require a credit card.

Ellen decided to give Lucky Orange a try. Installation took less than a minute, and data started pouring in.

Within the first day, Ellen could see value from Lucky Orange. As she explained, “Lucky Orange has been the best and only app I use.”

Sales heat up

Ellen used Lucky Orange in three ways:

Using real-time alerts, she was able to hear an audible sound for what tags mattered to her. She set it up to play sounds whenever a new visitor came to the website, added a product to their cart or completed a purchase. Ellen said, “It’s helped me keep track of the traffic on my store, identify where the traffic is coming from and the real time recordings of each website visitor has helped me to identify what my customers are looking for.”

Heatmaps and session recordings helped Ellen see exactly what customers experienced on her website. For Ellen, this new capability blew away her expectations. She said, “I can’t believe I could now watch the website traffic live in real time and watch their every move on my website. This visibility is crucial in identifying what improvements you can make to your website to make it more user friendly, how to make the products more desirable and ultimately how to promote more sales.”

Filtering heatmaps by source, she could understand where her sales were coming from and evaluate how different traffic sources performed. Ellen turned to heatmaps to inspect which sources, especially paid sources, to determine if they were under- or over-performing.

As a result of her efforts, Ellen was able to maximize her ad spend and customize how visitors and customers used her site differently. She could evaluate advertising and marketing channels to know which ones were success and when to walk away.

Sunny skies ahead

Within six months of using Lucky Orange, Ellen saw her growth take off. She’s able to clearly see what customers do, not to mention eliminating poorly converting traffic sources. With Lucky Orange, Ellen has new opportunities she would have otherwise missed.

Do you know what your top traffic sources and how they are performing?

A/B testing has done amazing things for many businesses. When it’s combined with conversion technology like heatmaps, businesses have new access to deeper insights, better analysis and more conclusive results.

That’s just what Celerity India Marketing Services, a digital marketing and content generation agency, discovered as it coupled Lucky Orange dynamic heatmaps with A/B testing. This perfect combination of testing and analytics provided its team with a closer look at customer behavior that guided them to make effective, data-based updates.

Over a two-month campaign, this winning blend of A/B testing and dynamic heatmaps quadrupled a client’s ROI. The client was ecstatic about the opportunities to engage with new clients and increased its ad spend with Celebrity India Marketing Services.

Goal: Amplify A/B testing to maximize outputs

Rishi Kalapi, marketing manager at Celerity India Marketing Services, knew he needed more insight. He had a client – a new B2B software company – that wanted to run ads for its niche market.

Rishi’s team launched landing pages for the client’s ad campaign. As the campaigns took off and data trickled in, Rishi needed a way to combine A/B testing results with visitor behavior. Without a historical analysis available for this new company, Rishi and his team realized it would be vital to do more than look at the data points.

It wasn’t enough to just know which version had more conversions or pageviews

The A/B tests could show that Version A was more successful than Version B, but it didn’t explore what visitors were really thinking.

Why did visitors prefer one landing page over the others?What concrete data would show how the landing pages were successful?How could they show the client where customers were interacting with the pages?

Rishi and his team sought out potential options when they learned about Lucky Orange. Similar products were harder to navigate and work with, but Lucky Orange was the perfect fit.

Setting it up on the client’s landing pages took just a few minutes. As data began to trickle in, Rishi became fascinated by the unique feature set and insight he could gain.

Rishi had everything he needed to dive further into the A/B test results:

“The features were definitely the closing factor for me,” Rishi said. “I zeroed in on Lucky Orange and decided to go for the free trial. I was extremely happy to see immediate results and decided to go for the subscription because I saw the value it provided.”

Having never used heatmaps before, Rishi was fascinated by the insights it and other Lucky Orange features provided. Lucky Orange’s dynamic heatmaps provided an intuitive, interactive method of understanding how visitors were really using his client’s website.

He could see where they clicked, where they didn’t click, how they scrolled and what they were doing while on the website.

Rishi now had the technology to dig into his client’s A/B tests for actionable, data-driven conclusions.

He said:

“Lucky Orange is a powerhouse of analytics data. Behavioral analysis can be absolutely pivotal to gaining deeper insights into the user’s mind.”

Unleash new opportunities

Rishi wasted no time in putting Lucky Orange to work for his clients.

With the ad campaign underway, Rishi combined A/B testing with dynamic heatmaps. Because the two technologies were working in tandem, he could see visitor behaviors and compare them across the different variations to determine a winner based on more than conversions.

The A/B tests on the landing pages showed that Variant A had more conversions than Variant B. But what about the rest of the digital story?

Rishi and his team were on a search to find out, and Lucky Orange helped them find the answer.

The team wanted to find why Variant A had higher conversion rates, which wasn’t understood fully from the A/B tests. This information could help them build strategies and more effective landing pages in the future.

Using dynamic heatmaps, the team looked at three elements to explore further than the A/B tests: Call to action buttons, headlines and product features:

Headlines

Recommendation: Rishi updated the headline copy on Variant B to focus on the popular keywords indicated by the dynamic heatmap data.

Results: After making this change, Rishi noticed an improvement in the number of incoming leads.

He said, “visitors responded to the changes made as the new aesthetic and messaging resonated with them and made them want to know more.”

Product features

Recommendations: The team changed the order of features promoted on the page to match the popularity shown in the dynamic heatmaps. Rishi also used it to refocus this client’s marketing efforts such as highlighting the features that their potential customers would be more interested in.

“This helped position the product in such a way that was more appealing to customers. with the unique selling propositions ringing out clearly to ensure the product’s key differentiator being evident,” Rishi explained.

Results: Restructuring the landing page resulted in more responses on the lead generation form and consequently more demos for the client.

Additionally, the marketing campaigns resonated well with customers. Compared to previous campaigns, the campaign driven on Lucky Oranges’s insight had 50% more conversions.

Rishi didn’t stop there.

From dynamic heatmaps, Rishi could jump immediately to session recordings to watch what happened before, during and after an element or part of the website was clicked. He also had easy access to examine form analytics reports.

Session recordings

Having the ability to watch what people were doing through recordings helped Rishi’s team understand which CTA was performing better and where the customers spent time reading based on the movements of the mouse pointer and how far down the page they scrolled.

It also helped understand that the CTA at the bottom of the page was seldom clicked.

As Rishi explained, “We received valuable insights into which sections of the landing page visitors spent most of their time on. It helped us create a new campaign around the feature they showed the most interest in, generating more leads.”

Form analytics

Rishi needed to evaluate how customers engaged with his client’s forms. Using form analytics, he was able to understand how customers interacted with the forms and identified form fields that could be changed or moved further into the sales funnel.

“Form analytics helped us to understand that the more text fields the form had, the less likely it was for a lead to complete it,” Rishi explained. “As a result, we reduced the number of mandatory fields to one, and it helped lower the drop-offs.”

Combined with heatmaps, these new insights from Lucky Orange showed the team that the client’s niche audience often strayed from landing page’s most important information. Based on this, the team provided changes that had a positive impact on conversions.

They looked at:

Where on the page audiences were spending the most time

Which features they were hovering over with their mouse

What form fields has the highest abandonment rates and took the longest to fill out

Rishi added, “We tightened the overall aesthetic of the page and focused all the important information above the fold. Also, with the negligible interest in the CTA at the bottom of the page, we added a button action to scroll back to the top and enter the information in the form above.”

Since using Lucky Orange, Rishi has made changes that more than doubled his client’s leads.

When he saw a dip in the lead generation, he turned to Lucky Orange to direct the next changes. From this, he generated 101% more leads in less than a week and quadrupled the client’s return on ad spend.

Advice for fellow digital marketers

Based on his experience with Lucky Orange, Rishi has five steps for his fellow marketers to get more from their A/B testing results and incorporate it with client reports:

For Rishi and his team at Celerity India Marketing Services, their Lucky Orange story doesn’t end here. It’s just the beginning.

]]>https://blog.luckyorange.com/2020/02/11/the-a-b-testing-secret-that-grew-conversions-by-101/feed/02005Data Privacy Day: Champions in the protection of data privacyhttps://blog.luckyorange.com/2020/01/26/data-privacy-day-champions-in-the-protection-of-data-privacy/
https://blog.luckyorange.com/2020/01/26/data-privacy-day-champions-in-the-protection-of-data-privacy/#respondSun, 26 Jan 2020 11:00:54 +0000https://blog.luckyorange.com/?p=1972Continue reading "Data Privacy Day: Champions in the protection of data privacy"]]>Jan. 28, 2020 is international Data Privacy Day (DPD). DPD is especially relevant this year given the enactment of the California Consumer Privacy Act (CCPA) on Jan. 1, 2020. The purpose of DPD is to raise awareness and promote the best privacy and data protection practices.

Lucky Orange remains committed to respecting privacy and safeguarding data. We’ve joined the National Cyber Security Alliance by becoming a Data Privacy Champion to promote the principle that all organizations share responsibility in promoting privacy awareness.

To raise awareness of and to celebrate DPD, here’s a rundown of how we handle data privacy and how our software helps to manage and protect the data privacy rights of your website visitors. Included below are links to tools and various resources you can use to better manage and protect personal data.

What we’ve done

One of Lucky Orange’s six core values is honesty. To us this means being transparent about what we do and how we do it. We demonstrate this value by educating our customers and their site visitors on how the data we collect is used while ensuring access they have to that information and a have say in what data is collected about their visit.

We’re committed to improving the way we operate and seeking out opportunities to help improve our policies and practices. As part of our commitment, Lucky Orange hired a team member to manage our data privacy and compliance program and invested in data and compliance education, certification, training and industry conferences.

By investing in training and education, we’re improving how we operate when it comes to privacy requirements. This helps us deliver stronger data protections to our customers.

Not to toot our own horn, but we’re pretty proud of this!

We strive to build data privacy into our processes. Here are some ways we have made privacy a priority here at Lucky Orange:

A privacy management tool, that puts control into the hands of site visitors giving them the option to control what data has been collected about them and the ability to prevent future site tracking

What our service does

In addition to providing a great product, we understand we have an added obligation to provide site visitors with tools and resources to safeguard and protect their personal data. This is a responsibility we take seriously.

Out of the box, Lucky Orange does not capture keystroke data (information entered into forms) and instead replaces each character in entry fields with an asterisk before any data is recorded. This allows data to be kept anonymous. Fields identified as sensitive cannot be overridden to collect sensitive keystroke data (e.g. password field data and credit card numbers).

When Extreme Privacy Mode is enabled, customers can use the Lucky Orange service in compliance with the Children’s Online Privacy Protection Act (COPPA), preventing the collection of any keystroke data, masking all data fields and anonymizing IP addresses. When enabled, these data protections cannot be overridden.

The Lucky Orange platform attempts to prevent the transmission of certain sensitive data like credit card numbers and passwords to our servers. We provide only the insights needed to analyze data without the sending or storing of sensitive information.

What you can do

When was the last time you reviewed your data privacy settings across the third-party services and applications you use?

Don’t remember? Now is a good time to revisit your settings to better understand and control how you’re sharing your data and how your data is used by third-party services.

The National Cyber Security Alliance has created a page to update your privacy settings, which includes direct links to update and manage your privacy settings at various online service providers.

Think about your post or picture before publishing online, who may see it and how it could be interpreted in the future. As we all know, once posted, content remains on the internet indefinitely.

Want to know more?

You can also read more on our blog for additional Lucky Orange privacy resources:

Have more questions for us about data privacy? You can reach us at privacy@luckyorange.com with any compliance or data privacy questions you may have.

]]>https://blog.luckyorange.com/2020/01/26/data-privacy-day-champions-in-the-protection-of-data-privacy/feed/01972How digital marketing agency KB Works helps its client gain $25,000 in revenue by using Lucky Orangehttps://blog.luckyorange.com/2020/01/13/how-digital-marketing-agency-kb-works-helps-its-client-gain-25000-in-revenue-by-using-lucky-orange/
https://blog.luckyorange.com/2020/01/13/how-digital-marketing-agency-kb-works-helps-its-client-gain-25000-in-revenue-by-using-lucky-orange/#respondMon, 13 Jan 2020 20:26:54 +0000https://blog.luckyorange.com/?p=1942Continue reading "How digital marketing agency KB Works helps its client gain $25,000 in revenue by using Lucky Orange"]]>Can Lucky Orange help make a measurable conversion difference for today’s websites? As one web development and digital marketing agency discovered, the answer is a resounding “YES!”

Kelvin Betances, founder and lead developer of KB Works, a web development and digital marketing agency, faced a major business hurdle – he needed an analytics solution that would give him more robust and actionable data than traditional analytics tools.

KB Works used Lucky Orange to help one client grow conversions by 30% over just four months, generating $25,000 in new business. Figuring out what improvements to make on the client’s website was made possible with Lucky Orange.

Left in the dark with Google Analytics

Kelvin was frustrated. Traditional website analytics like Google Analytics couldn’t answer all of questions he and his clients had about their websites.

It could show what pages were viewed or how long the average person stayed on a webpage. However, it couldn’t detail what a customer really did.

Where weren’t people clicking? Was the call to action too low? Was the content too wordy? What are we missing?

Whether it was for his website or a client’s website, Kelvin needed to know more.

“I knew that iteratively improving and testing different customer experiences on a website is vital to success,” Kelvin explained. “Other than the traditional metrics tracked with tools like Google Analytics, I had no idea how people were using my website, what was attracting them on a page or how they were navigating and interacting with the visual elements.”

He added, “I didn’t know if they were actually reading my content or how far down the webpage they were scrolling.”

To give him new insight into what people were really doing and clicking on, Kelvin decided to investigate heatmapping software. He hoped heatmaps would provide him with the answers to his customer behavior questions as well as his clients’ questions.

Now Kelvin was tasked with finding the best heatmap technology available.

One Google search for website heatmapping software later, Kelvin began to evaluate the top heatmap contenders. Once evaluations were complete, there was one clear winner – Lucky Orange.

It offered the best value at a competitive price and included dynamic features other heatmap options lacked. Lucky Orange also bundled heatmaps with other useful features, such as session recordings and conversion funnels.

Making clients say “WOW!”

Clients came to KB Works for assistance in planning, executing and/or improving their marketing strategies and digital assets. With Lucky Orange, Kelvin now had the data necessary to surpass his clients’ needs and high expectations by giving them new access to a deeper level of customer behavior.

Unlike Google Analytics, Lucky Orange left no question unanswered. Kelvin could now respond with a data-based answer if a client asked “what are people doing on my website?” or “are people reaching my call to action?”

He could also use dynamic heatmaps or session recording to show his clients the answers to their questions.

Most of his clients are amazed that technology like Lucky Orange even existed. Meanwhile, Lucky Orange helped Kelvin deliver quality, data-driven recommendations and strategies that resulted in impactful changes and business growth to his clients.

Best of all, Lucky Orange didn’t compromise a website’s speed or security.

Using Lucky Orange dynamic heatmaps, session recordings and conversion funnels, Kelvin uncovered where travelers wanted to visit next and advised Katie Daly’s Ireland on the best itineraries to offer. In particular, here’s how he used the features:

Dynamic heatmaps: As a travel website, Katie Daly’s Ireland needed to know where its visitors wanted to travel. The more they knew about their travel-thirsty visitors, the better itineraries it could provide. Using dynamic heatmaps, Kelvin identified which travel destination images received the most attention. Kelvin then used this information to generate popular customer-preferred travel itineraries and suggest marketing campaign topics. Kelvin said, “The heatmaps also allowed me to see how far down users were scrolling and helped me determine what content on the pages could be trimmed.”

Session recordings: Recordings, like heatmaps, allowed Kelvin to see what content and travel destinations users viewed the most. While heatmaps provided an aggregated view of the popular travel destinations, recordings gave him a better look at how specific people were lingering around specific destinations and travel topics. He could see if they were hovering over one specific part of an image, such as a lake or a castle.

Conversion funnels: Kelvin kept his conversion funnel simple for the client. The funnel he created was Visit page >> View content >> Request a quote. The funnel, front and center on the dashboard, let Kelvin monitor the funnel and jump to recordings for further evaluation at any step.

Over just four months, Kelvin used Lucky Orange’s dynamic heatmaps and session recordings to drive recommendations that helped Katie Daly’s Ireland:

Grow conversions by 30%, resulting in $25,000 of new business

Decrease bounce rates by 43%

Increase time spent on page by an average of five minutes

“I used Lucky Orange to see how people were using the website and recommended different page designs until people were spending more time on the page and reaching out for inquiries,” he explained.

Needless to say, his clients were thrilled with Lucky Orange. They were grateful for Kelvin’s recommendations and impressed by the technology.

Next up: KBWorks.org

Kelvin didn’t just keep Lucky Orange for his clients. He used it on his own website as well.

Using Lucky Orange, Kelvin could see exactly how people were using the KB Works website, where they were clicking and what elements were clicked on the most. He evaluated the best web page structure that maximized how leads could access his agency’s values, past work and contact information.

“One key area of improvement I owe to Lucky Orange was improving my customers’ experience,” Kelvin noted. “I realized through session recordings where they were scrolling down my website.”

He continued, “Initially, I had my content too “vertical,” and people were having a hard time scrolling through all of my information. I used the insights from recordings and dynamic heatmaps to design an easy-to-navigate fixed side bar system to help with people having to scroll up or down to navigate to a new page of look at something new.”

Kelvin also identified what content wasn’t needed and cut it down as needed.

Within the first three months, Lucky Orange helped KB Works:

Decrease bounce rates by 40%

Increase time spent on page by two minutes

Grow the average pages per visit by two pages

Save 8 to 10 hours completing his monthly website audit by having all tools in one platform

“My website performance metrics went up, and customers were ultimately having a better time on my page,” Kelvin said. “Lucky Orange has definitely helped us implement small user interface changes that over time have significantly improved not our web traffic metrics and credibility while adding value to my visitors and clients.”

He sets aside time every month to review his dynamic heatmaps and session recordings. Kelvin continues to use this information to identify elements that aren’t getting the traction he anticipated or to fix errors. As a result, he can improve the user experience and his ability to win new business.

Kelvin attributes more than $12,000 in new sales to changes driven by Lucky Orange.

“Helpful for everyone”

For Kelvin, Lucky Orange’s insight into visitor behavior and customer experience has made a world of difference for his business and for his clients.

There’s no question in his mind that his plan has paid for itself hundreds of times over.

“For the low cost of the subscription and with a bit of effort on my end, I was able to make thousands in new business and improve my metrics within just six months,” Kelvin said.

To other agencies and businesses considering Lucky Orange, Kelvin has wise words to share:

“When evaluating a tool, define your priorities. The great thing about Lucky Orange is that it has a feature that would be helpful for everyone, regardless of what step in the process they are in.”

When GDPR became effective in May 2018, it easily became the most arduous set of data privacy requirements to be put into place. Essentially, the CCPA is the less-strict little sister to GDPR with provisions and privacy obligations similar to those of GDPR.

Whether you’re a small Shopify merchant or a large enterprise, ignoring CCPA (or GDPR for that matter) requirements isn’t wise.

The good news is if you prepared for GDPR, you won’t have to start over to be in compliance with CCPA. That being said, you won’t have all of the bases covered if you’re relying on your measures taken to prepare for GDPR to ensure your compliance with CCPA.

Here’s what you need to know about the similarities and differences between the two sets of privacy laws.

Before we jump in on what you need to know, we need to include one incredibly important detail (aka disclaimer): We are not attorneys andthis article is not intended to be legal advice and should not be used in place of seeking advice from your attorney.

No. 1: What is CCPA anyway?

The CCPA is a comprehensive data privacy law enacted in the U.S. The goal of CCPA is to increase consumer protection and individual privacy rights for the residents of California. This law becomes effective Jan. 1, 2020.

CCPA is focused on how California residents’ personal information (PI) is handled by businesses and other third parties. Section 1798.140 of CCPA defines personal information as:

“Information that identifies, relates to, describes, is capable of being associated with, or could be reasonably linked, directly or indirectly, with a particular consumer or household.”

Examples of identifiers and data covered by CCPA includes (but not limited to):

Real name

Alias

Postal address

Unique personal identifier

Online IP address

Email address

Account name

Social Security number

Driver’s license number

Passport number

Property records

Biometric info

Employment related data

Internet search and browsing history

No. 2: Who is protected?

Simply put, CCPA protects the PI of consumers (individuals) who reside in California whereas GDPR applies to “data subjects” in the EU.

A business must still comply if they process the data of the consumers/data subjects located in the jurisdictions where these laws apply even if they don’t have a physical location in California or the EU.

One distinction with GDPR is that all businesses located in the EU must comply with GDPR. Under CCPA, businesses in CA must only comply with CCPA if they meet one of the below criteria.

No. 3: How are they applied?

CCPA applies to the collection and sale of PI. However, CCPA only applies if a company does business in California (an online presence counts!) and meets one of the following criteria:

More than 25 million USD in annual revenue

Annually purchases, receives, sells or shares, for commercial purposes, in combination or alone, the personal information of 50,000 or more consumers, households or devices

Derives more than half of its annual revenue from selling PI

CCPA does not apply to:

Health providers and insurers under HIPAA

Banks and financial institutions subject to GLBA

Credit reporting agencies under the FCRA

GDPR applies to the processing of PI data regardless of the company size of amount of annual revenue they generate.

No. 4: What are the rights of a consumer/data subject?

Both CCPA and GDPR provide rights to view and access data collected by businesses, and businesses are required to, upon request, delete personal data (there are exceptions) and disclose details on how they handle/process PI.

CCPA

Data access rights are not limited. There are no exceptions to a consumer’s right to access the data a business stores on them.

The right of a consumer only applies to the sale of data, not to the processing of data.

Consumers can request their data be deleted, with exceptions that include:

Retained for legal obligation

Security purposes

Complete a transaction

To fix errors in server logs, software programs or other data

GDPR

The right to opt out applies to the processing of personal data, regardless of the type of processing of the data. There are exceptions, similar to CCPA. We recommend speaking with your attorney on exception guidance.

Deletion of data is granted if it is no longer required for the original purpose it was collected.

No. 5: What are the legal grounds for processing data?

CCPA does not list the legal purpose for the collection and selling of PI.

CCPA states that PI must be processed for the identified purpose, and businesses must obtain prior authorization from the consumer before processing. If the data collected is publicly available, then that information is not covered under CCPA.

However, under Article 6, GDPR does define and outline the legal purpose(s) that PI may be processed.

No. 6: What are the ways an individual can contact and submit a data request?

CCPA requires two ways for a consumer to submit their request, such as:

email address

web form

1-800 number

GDPR only requires that data subjects be able to submit their data requests:

in writing

orally

other electronic methods

No. 7: How long do I have to respond to a request?

Under CCPA, companies have 45 days from receipt of a request to respond. The response deadline may be extended an additional 45 days.

GDPR requires a response within 30 days of receipt from the request with the ability to extend the response deadline an additional 60 days.

It is important to note that for both, a response needs to be sent by the initial response period, even if it is only informing the requestor that the response will be extended.

No. 8: What period of data collected do I have to provide?

For CCPA, a business needs to disclose specific categories of data and the PI it has collected or sold in the 12 months prior to the information request. Categories of data that must be shared with the consumer include:

PI collected about the consumer

Categories of sources from where the information was collected (such as a third party or directly from the individual)

The purpose for collecting or selling the information

Categories of third parties that the information may be shared with (type of business/service)

The specific pieces of PI the business has collected on the consumer

With GDPR, there is no defined collection period. Meaning, a company that grants an information request will have to disclose, return or delete all data it has stored — not just limited to the past 12 months.

No. 9: What does CCPA mean for companies that did not need to comply with GDPR?

If a business does not meet one of the above listed criteria (see No. 3), they are not required to directly comply with CCPA.

You’re off the hook, right? Not so fast…

Just because you may not be required to directly comply doesn’t mean there won’t be a need for you to comply in the future. It’s better to be prepared and understand what is required by privacy requirements than to be surprised by them in the future.

No. 10: Can I use the Lucky Orange service and be CCPA compliant?

Out of the box, Lucky Orange anonymizes keystroke data. Characters within form fields are replaced with an asterisk before any data is sent. Reducing the collection of PI and sensitive data means less risk for all parties.

Lucky Orange customers have access to our security tool that puts control of the collection of data into the hands of the site visitors. Our customer’s site visitors can view what data has been collected by the Lucky Orange service, and independently have the ability to delete any stored tracking history and prevent future tracking on the site visited and collection of data by the Lucky Orange service.

Have more questions for us about our CCPA or GDPR compliance? You can reach us at privacy@luckyorange.com with any compliance questions you may have.